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When multiple identities compete: The role of centrality in self‐brand connections
Journal of Consumer Behaviour, 2013ABSTRACTThe current research provides a framework for understanding how centrality impacts people's choice of brands and related brand connectedness. Motivated by the need to validate their self‐image, individuals use brands to express and confirm their identities.
Tracy R. Harmon‐Kizer +3 more
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Self-brand connections: The role of attitude strength and autobiographical memory primes
Journal of Business Research, 2008Abstract According to the self-brand connection (SBC) construct, brand associations are used to construct one's self or to communicate one's self to others [Escalas JE. Narrative processing: building connections between brands and the self. unpublished dissertation 1996; Duke University.].
David J. Moore, Pamela Miles Homer
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Distance matters: the effects of self-brand connections and construal levels on ad responses
International Journal of Advertising, 2020This research examined the relationship between consumers’ self-brand connections (SBCs) and psychological distance toward a brand (Study 1) and empirically tested the matching principle in which c...
So Young Lee +3 more
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The perils of self‐brand connections: Consumer response to changes in brand meaning
Psychology & Marketing, 2018AbstractCompanies commit considerable resources to building brand associations that resonate with consumers’ identities and facilitate strong consumer–brand bonds. The current research investigates a potential disadvantage of this popular strategy. The results from three studies show that consumers with a high degree of self‐brand connection respond ...
Tarje Gaustad +3 more
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Influence of consumers’ self-brand connections on purchase intentions
2015Brands function as insignia for individuals to express their social identity in andthrough their consumption preferences. Strong brands are endowed with salientsymbolic meanings, which attract consumers in order to satisfy their socialdesirability and acceptance needs by the possessions of these brands.
Yılmaz, Hakan +2 more
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Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution
Journal of Marketing Research, 2013Conspicuous brand usage, defined as attention-getting use of a brand, causes brand dilution under certain conditions. This research examines changes in observers' attitudes toward a brand after seeing a brand user engaged in conspicuous use of the brand.
Rosellina Ferraro +2 more
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Exploring Self-Brand Connection in The Social Media Context: The Case of Twitter
2014This paper explores the role of self-brand connection of Twitter users with the Twitter brand in determining both their loyalty to Twitter and their behaviors and attitudes to the businesses they follow on Twitter. We also test the proposition that perceived self- Twitter personality match is instrumental in strengthening self-brand connection for its ...
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THE ROLE OF SELF-BRAND CONNECTION IN BRAND PRIMING AND BRAND CO-CREATION CONTEXTS
2014This dissertation includes two essays that examine how self-brand connection influences brand-related behaviors in different contexts. Essay I investigates conditions under which brand primes can lead to decreased behavioral intentions toward the brand not shown in prior brand priming research (Berger and Fitzsimons 2008; Ferraro, Bettman, and ...
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Self-Brand Connections in Children
2015Deborah Roedder John, Lan Nguyen Chaplin
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Self-Healing Superwetting Surfaces, Their Fabrications, and Properties
Chemical Reviews, 2023Hua Zhou, Tong Lin
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